Credibility is defined as a combination of expertise and trust and Haig convincingly shows that they are more concrete than terms such as 'goodwill'.

In part 1, he explains source credibility persuasion theory, its links to company goals and how it helps guide logo design. Haig has considerable expertise and experience in logo design and there is a lot to learn from him here.

In part 2, he does an admirable job of comparing and evaluating the different dimensions of various alternative brand equity models, especially Y&Rs BAV, Equitrend, Interbrand and Aaker models.

I agree with Haig that trust and expertise are important dimensions and I relate them to opento's brand positioning dimensions of personality and competence, so I support his call to pay attention to them. However, I think that brand equity measurement requires a broader set of dimensions.

Do read this paper for the many good arguments and insights it contains.

This post is the latest in our 'opento learning' series pointing readers to content for skills development.